To launch AT&T's Mobile Movement campaign, we created a dance floor that gives performers and visitors an interactive sound stage like no other.
For South by Southwest, AT&T and Vice wanted to bring apps off phone screens and into their pop-up concert venue across the street from the Austin Convention Center. They also wanted to create a brand experience that would highlight the myriad ways in which mobile devices enable Millennials’ creativity. The collaborators reached out to Patten Studio to create an offline app experience that the crowds at SXSW could enjoy face to face.
For AT&T’s Mobile Movement activation, Patten Studio created Big Keezy, a life-sized audio sampler that guests played by engaging their whole bodies. Based on Elepath’s mobile application Keezy, Big Keezy takes Keezy’s colored 8 note audio sampler off the screen and places it on the dance floor.
Like an interactive, technicolor game of hopscotch, each of Big Keezy’s acrylic pads played an audio sample when stepped on. Embodying SXSW’s spirit of discovery and experimentation, Big Keezy turned musicians like Reggie Watts into dancers, and dancers like Lil Buck into musicians.
The Big Keezy’s simple interface and life-sized scale encouraged enthusiastic participation and spontaneous collaboration at South by Southwest. In addition to social sharing during the event, videos of stars performing on Big Keezy became a part of AT&T’s Mobile Movement campaign.